Summary

Two creator-produced videos in Spanish were only marginally successful at persuading audiences that switching to electric appliances can save money. This may be because Spanish-speaking audiences had 10-20% higher baseline agreement to outcomes such as “I am interested in researching electric alternatives for my household” than did English-speaking audiences in a previous test.

Study Design

A sample of 671 Spanish-speaking adults residing in key U.S. states for ACE outreach and states with the highest frequency of pending new energy permits (Arizona, California, Michigan, Minnesota, North Carolina, Nevada, New York, Ohio, Pennsylvania, Texas, Wisconsin, and Virginia) completed the study in November 2023.

Participants were randomly assigned to view one of two creator-produced videos or an unrelated placebo video. One video focused on a heat pump dryer and the second focused on the used electric vehicle rebate program. All participants then completed a series of items relating to IRA knowledge and beliefs:

1) There are tax credits and incentives that make electric alternatives (e.g., appliances, vehicles) more affordable.

2) Switching to electric alternatives (e.g., appliances, vehicles) can help me save money on bills.

3) I am interested in researching the electric alternative (e.g., appliances, vehicles) incentives that apply to my household.

Key Findings

• The heat pump dryer video persuaded people that tax credits make electric upgrades for appliances more affordable.
• Neither video significantly persuaded participants that switching to electric vehicles or appliances can help save them money.
• Neither video significantly persuaded participants to be more interested in researching electric alternatives for their household.
• Compared to a previous study in English, Spanish-speaking participants had a higher baseline agreement with statements such as “Switching to electric alternatives can help save me money on bills.” — 10-20% higher than the English test.